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TERMINOLOGY 12-5 Selling Price - The price retailers charge customers. Cost - The price retailers pay to a manufacturer or supplier to bring goods into the store. Markup, Margin, or Gross Profit - The difference between the cost of bringing the goods into the store and the selling price of the goods. Operating Expenses or Overhead - The regular expenses of doing business, such as wages, rent, utilities, insurance, and advertising. Net Profit or Net Income - The profit remaining after subtracting the cost of bringing the goods into the store and the operating expenses from the sale of the goods (including any returns or adjustments).